2 min read –
Turning an ice-cold meeting
Into a promising business –
The cultural effect
Two years ago, we helped a European industrial OEM explore the ASEAN market and find strong partners in Indonesia, our specialty.
We organized a 3-day series of face-to-face meetings.
One meeting, however, stood out.
It started terribly cold and tense… but ended with genuine excitement. All thanks to one crucial factor: cultural awareness.
We all read and hear a lot of literature on cross-cultural etiquette.
We also wrote about it ourselves. Check it out here
What we seldom read and hear is the impact of cross-cultural etiquette on real-world business.
Here is an example.
So, we went down to the lobby to welcome the Indonesian delegation.
The greetings were neutral.
The elevator ride was silent and heavy.
When we entered the meeting room, the atmosphere remained stiff and distant.
On one side of the table sat the Indonesian team, our client’s potential local partner.
Yuni, in her 40’s, Feli, in her 30’s, Andi, in his 50’s, and Eko, in his 30’s
On the other side: the European team, Scott (Group Sales Director), Mark (Key Account Manager), and Brian (Technical Expert).
As soon as the meeting began, Brian launched straight into a detailed technical presentation, brochures spread across the table.
He was passionate and well-prepared… but completely off the mark.
The Indonesian faces quickly showed discomfort and confusion.
The tension was rising.
Sandyani and I exchanged a worried glance; we knew the deal was slipping away fast.
I interrupted Brian, closed the brochures, and suggested we start with a proper round of introductions instead.
That single move changed everything.
The room instantly breathed again.
As we talked and got to know each other, we discovered we were facing a solid family business with 30+ years of deep industry experience.
Andi and Yuni are married, and they own the company.
Feli is their daughter, in charge of procurement.
Eko is Feli’s boyfriend and the technical director.
We switched to Bahasa Indonesia, built rapport, and created real human connections.
After just 30 minutes, the same people who looked distant and cold were now smiling, relaxed, and engaged.
The conversation flowed naturally between Bahasa and English.
The meeting that nearly collapsed ended on a high note, with both sides genuinely excited about future collaboration.
In many markets, technical excellence is not enough. Cultural intelligence is often what makes or breaks a deal.
If you’re entering the Indonesian market and need help breaking the ice and building real trust, we’re here for you.
We are CINTASIA, your trusted local partner for industrial and technology business development in Indonesia.
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PS: The story is true; the names have been modified.